MANCHESTER — The city could soon get revenue from a new source, if a change in policy, allowing for advertisements in local schools and on school property, is approved.

The policy is scheduled to be discussed by the Coordination Committee next week, during its 6 p.m. meeting on Wednesday at City Hall.

The revised policy language would allow the Manchester Superintendent of Schools more authority regarding advertising and product sales in district schools.

“I think we have been limiting ourselves as a district by not looking at this opportunity,” said Manchester School Board member John Avard. “The policy we have in place right now is so restrictive, that is a computer company wanted to donate laptops to the district with a plate on them showing the company's name, we would have to turn them away. That is ridiculous to me.”

According to terms outlined in the proposed policy, “advertising” is defined as “the payment of money or other economic benefit to a school or district in exchange for visual, audio or video placement of a name, slogan or product message on a school district property, publication or broadcast.”

Traditional fundraising activities such as magazine sales, gifts, or the sale of event programs are not categorized as advertising under this policy.

The proposed policy would permit advertising in school yearbooks, newspapers, programs for school-related events; promotional displays in school stores for items sold there; and display advertising in the food service program.

That last category translates into advertisements in school cafeterias. Some school board members are already voicing opposition to the possibility of posters for Doritos or other junk food items hanging on school walls, tempting kids to make unhealthy eating choices.

“I would hope my fellow school board members would put a student's health before new revenue,” said School Board member Art Beaudry. “We need the revenue, but we need to think about students, their lives and their health, also.”

Beaudry said the policy states that while the superintendent would be the first to review language and images in ads seeking approval for use in local schools, ultimately the Manchester School Board would have final approval — meaning that if a majority of members gave their approval, junk food ads could be displayed in school cafeterias.

“Theoretically, that's a possibility,” said Beaudry. “But I hope my colleagues would show better judgment.”

“Personally, I'm hoping for ads from places like the American Dairy Council,” said Avard. “But then, there are those that might say drinking milk isn't all that beneficial to your health. Any advertisement that comes out has a chance of offending someone.”

Avard said it's too early in the process to speculate how much revenue the ads could generate.

“This is all speculative right now, so we haven't approached the business community,” said Avard. “I don't like to put the cart before the horse. Without knowing if businesses are interested, it's hard to predict how much revenue there could be.”

Advertising rates also have yet to be established by the superintendent of schools.

Because all money generated by ads would be considered revenue, city aldermen would need to OK their use before school board members could decide where to distribute them. The policy states the funds will be used to “enhance curricular and extracurricular activities.”

“Money from an ad at a field could go to athletics, or performing arts, or other activities,” said Avard.

The policy contains language saying the ads won't promote the use of tobacco, alcohol, illegal drugs, gambling or weapons, or contain vulgar or offensive language, in keeping with “the contemporary standards of good taste.”

“Who decides what is good taste?” said Beaudry. “I imagine that will be brought up, and it needs to be defined. What one person considers to be in good taste can be offensive to another. Just look at dress codes.”

Manchester Athletics Director Dave Gosselin told the New Hampshire Union Leader in recent weeks that he is opposed to selling corporate naming rights for school fields or gymnasiums, but would not oppose putting up billboards to raise money.

pfeely@unionleader.com